Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on Characteristics of Consumer Complaining Behavior on Internet Fashion Shopping Malls

인터넷 쇼핑몰 의류상품 구매자의 불평행동 특성에 관한 연구

  • Choi, Yun-Young (Dept. of Fashion Design, Pukyong National University) ;
  • Lee, Jin-Young (Dept. of Fashion Design, Pukyong National University) ;
  • Oh, Hee-Sun (Dept. of Design, Pukyong National University) ;
  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 최윤영 (부경대학교 패션디자인학과) ;
  • 이진영 (부경대학교 패션디자인학과) ;
  • 오희선 (부경대학교 디자인학부) ;
  • 서용한 (울산과학대학 유통경영과)
  • Received : 2004.05.14
  • Published : 2004.10.31
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Abstract

This study is to investigate complaining behavior of consumers who purchase fashion products on the internet, as well as to find how the complaining behaviors are related to the consumers' characteristics. The subjects of this study are limited to the consumers who have experienced dissatisfaction when purchasing fashion products through the internet. The questionnaires were administered to male and female respondents using the internet shopping mall. The results can be summarized as follows: The factor analysis shows that consumer complaining behaviors are fitted well into four factors(direct complaining behavior, private complaining behavior, third-party complaining behavior, and no response). In the difference analysis by consumer's complaining behavior styles and gender, private complaining and third-party complaining behavior were significant statistically. In the difference analysis between consumer's complaining behavior styles and internet self-efficacy. Internet self-efficacy was significantly different according to consumer's complaining behavior styles, especially for direct complaining, third-party complaining and no response. Private complaining behavior, third-party complaining behavior and no response were negatively related to consumer retention, while direct complaining behavior was not.

Keywords

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